Part of the added value we provide clients at PiP includes benchmarking reports, compilations and industry reports. Currently, we are working on a Behavioural Measurement Score® (BMS®) geographical report based on physical enquiries in the retail industry. Essentially, we're asking the question: “Where in the country do you receive the best customer experience?” and we'd like to give you a sneak preview of some of the key findings…
“Stores in the North always perform better because people are friendlier”
Over the last 20 years, there has always been client feedback in the retail sector around performance in different areas of the country. One client would say "This store always performs well because it's in the North and people are just more friendly in the North", another client would explain “Stores in the South always perform better because they are more professional and friendly”.
Using extensive CX Data to establish geographical differences
Although there was logic behind their thinking it was always subjective without any real validation. The good news is, at PiP we have access, and the ability, to analyse extensive CX data when it comes to geographical performance. And as our clients all utilise BMS®, it gives us the ability to provide a true like-for-like comparison.
BMS® data from over 6,500+ mystery shops
Our Insights Team split the UK into 7 regions and analysed the BMS® performance from over 6,500 video mystery shops across the second half of 2022 in the Retail sector. The BMS® regional performance results are below:
Rank | BMS | Region |
= 1st | 3.23 | Wales |
= 1st | 3.23 | Northern Ireland |
3rd | 3.19 | Scotland |
4th | 3.08 | West |
5th | 3.08 | North |
6th | 3.04 | Midlands |
7th | 2.92 | South |
Wales & Northern Ireland Top Performers
As you can see, we have Wales and Northern Ireland as the top BMS® performer – demonstrating the highest level of CX excellence through the delivery of great behaviours (Friendly, Enthusiastic, Professional, Interested, Attentive & Helpful). The South is the lowest performer. Interestingly, there is a noticeable difference between regional performance, especially between the top and bottom regions.
Where are the best and worst-performing cities?
We found it fascinating that there was a performance difference in the retail sector between the regions across the UK. So, we had the same question about cities. Is there a performance difference between cities and who are the best, and the worst, performing cities across the UK? We've had feedback that stores in cities tend to provide lower levels of customer experience delivery because cities generally tend to be more Unfriendly. But is that true? The results showed:
Rank | BMS® | City | BMS® Compared to Region |
1st | 3.54 | Cardiff | +0.31 |
2nd | 3.36 | Glasgow | +0.17 |
3rd | 3.23 | Belfast | 0.00 |
4th | 3.17 | Manchester | +0.09 |
5th | 2.97 | Bristol | -0.11 |
6th | 2.89 | Birmingham | -0.15 |
7th | 2.72 | London | -0.20 |
London is the lowest performing city
As you can see, the top performer is Cardiff and the lowest performer is London. Then coming on to our previous point; "Does customer experience in cities generally perform at a lower level? Actually, we can see that this is not always the case. The top performers, such as Cardiff and Glasgow, are performing at a higher level in comparison to their own region. However, lower performers such as Birmingham and London perform at a level lower than their own region.
Want to access the full report?
The full details of this industry report will be released over the next month, and you can register your interest at enquiries@performanceinpeople.co.uk
